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Clay Christensen’s Milkshake Marketing - HBS Working Knowledge

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Many new products fail because their creators use an ineffective market segmentation mechanism, according to HBS professor Clayton Christensen. It's time for companies to look at products the way customers do: as a way to get a job done.

Clay Christensen’s Milkshake Marketing | Working Knowledge Skip to Main Content Marketing and Consumers Clay Christensen’s Milkshake Marketing Many new products fail because their creators use an ineffective market segmentation mechanism, according to HBS professor Clayton Christensen . It's time for companies to look at products the way customers do: as a way to get a job done. By Carmen Nobel on February 14, 2011 Updated to clarify a failure rate figure included in an earlier version. When planning new products, companies often start by segmenting their markets and positioning their merchand

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